Scope / Concept: Mini Rebrand
The Cheesecake Man is a Florida-based dessert business specializing in cheesecakes and a variety of sweet treats. While the desserts had a strong foundation, the brand lacked a cohesive visual identity, making it difficult to stand out in a competitive market.
This project focused on developing a mini rebrand that would give The Cheesecake Man a memorable and recognizable presence, especially at the local markets. The new identity was designed to reflect the personality of the business, attract new customers, and create a consistent brand experience across its visual identity.
Research And Process
Concept Development:
The design process began with a visual brainstorm of things associated with cheesecake. This exploration was then expanded to include elements connected to Central Florida for a more regionally relevant visual identity.
During the inspiration phase, an unexpected connection emerged between an image of an alligator holding a basketball and the shape of a cheesecake.
The concept was translated into Procreate for initial sketching and refinement. The first iteration appeared too similar to a traditional pie, so the image was adjusted to better communicate the recognizable shape and characteristics of a cheesecake while maintaining the alligator inspired icon.
Competitve Landscape:
Many competing cheesecake brands rely on a familiar visual formula: script typography, a cheesecake icon topped with strawberries, and a palette of tan, brown, and red. While recognizable, this approach has become predictable within the category, making it difficult for brands to establish a distinctive presence.
While looking up inconography and mascots, another pattern appeared: retro inspired characters with cheesecake faces. With the market already saturated by these visual conventions, the opportunity was to take a more unexpected approach to iconography.
Challenges
The initial challenge was finding a color palette that still resembled a cheesecake, but also highlighted the alligator.
Another key consideration was capturing the personality of the owner. The identity needed to feel approachable and memorable while reflecting the character, creativity, and personal connection that define The Cheesecake Man.
